The Power of Product-Led Communities and Pocket Clubs in Fostering Belonging

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Sep 27, 2023
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The Power of Product-Led Communities and Pocket Clubs in Fostering Belonging
Introduction:
For thousands of years, human communities were formed based on geographical proximity. However, with the advent of mobile phones and the internet, the concept of belonging has evolved. In today's interconnected world, people are born as individuals and must actively seek out communities that align with their beliefs and values. This article explores the rise of product-led communities and the potential of Pocket clubs in fostering a sense of belonging and meaningful connections.
The Rise of Product-Led Communities:
Product-led communities have emerged as a unique form of belief and belonging in the modern era. Unlike traditional communities, which were formed based on geographical proximity, product-led communities focus on a specific product or service that helps individuals achieve a desired future outcome. These communities provide a sense of trust, safety, and belonging, which are essential for the well-being of individuals, neighborhoods, companies, and democracies.
The Shift in Volunteering and Civic Participation:
Millennials and Gen Zers exhibit a decline in traditional forms of civic participation, such as volunteering and participating in civic organizations. In 2017, only 28% of millennials volunteered, compared to over 35% for previous generations like Boomers and Gen Xers. However, this does not imply a lack of community involvement. Young people are instead comfortable forging online-only or online-first relationships, seeking meaningful connections through digital platforms.
The Desire for Purposeful Connections:
Consumers today are increasingly drawn to brands that align with their values and take a stand on social issues. They seek authentic connections and want to engage with companies that share a similar sense of purpose. In response, brands are adapting their advertising strategies to minimize interrupting the user experience. Design choices are centered around maximizing frequency of use and user engagement, while platforms aim to collect more user data over time.
The Power of Pocket Clubs:
Many individuals, like the author, suffer from "blogcitis," a tendency to consume a multitude of blog posts rather than books. The rise of platforms like Pocket, which allow users to save articles for later consumption, has enabled the formation of de facto Pocket clubs. Users can share articles with one another and engage in discussions about them. The recently introduced "Recommended" feed on Pocket further enhances the potential for meaningful discussions around shared reading lists.
Actionable Advice:
- 1. Embrace digital communities: Instead of relying solely on traditional forms of community engagement, explore the vast opportunities offered by digital platforms. Join product-led communities that align with your interests and values, and actively participate in discussions and activities.
- 2. Foster offline connections: While online communities can be valuable, it's essential to balance them with offline interactions. Organize Pocket club gatherings or book clubs where participants can discuss articles or books they've read. This blend of online and offline connections can provide a more holistic sense of belonging.
- 3. Seek purposeful brands: When making purchasing decisions, consider supporting brands that reflect your values and take a stand on social issues. Engage with these brands on social media or through other channels to foster a sense of connection and shared purpose.
Conclusion:
In a world where geographical proximity no longer determines community membership, individuals are tasked with finding their own sense of belonging. Product-led communities and the rise of Pocket clubs offer new avenues for connecting with like-minded individuals and engaging in meaningful discussions. By embracing digital communities, fostering offline connections, and supporting purposeful brands, individuals can cultivate a sense of belonging and contribute to the health of their communities and societies at large.
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